Tourism Marketing as Promotion of Tourism in Himachal Pradesh

7/31/2019 Tourism Marketing as Promotion of Tourism in Himachal Pradesh

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TOURISM MARKETING

AS PROMOTION OF

TOURISM IN

HIMACHAL PRADESH


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CONTENTS

1. Mission Statement

2. Introduction

3. Objectives

4. Himachal TourismA SWOT analysis

5. Strategy

o Tourism Sub Plan

o Infrastructure Developmento New marketing strategy

o Improving connectivity o Tourism Development Board

o Private Sector investment

o Effective regulation

6. Thrust areas :

o Rural Tourism

o Pilgrim Tourism

o Eco Tourismo Adventure Tourism

o Lesser known destinations

o Health Tourism


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MISSION STATEMENT:

TO MAKE TOURISM THE PRIME ENGINE OF ECONOMIC

GROWTH IN THE STATE BY POSITIONING IT AS A

LEADING

GLOBAL DESTINATION BY THE YEAR 2020


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1. Introduction

1.1 Tourism is one of the fastest growing industries in the world. The

number of tourists worldwide has been registering phenomenal growthand it is expected that this number would shortly touch 1.5 billion.

Tourism contributes about 11% of the world workforce and 10.2% of

the global gross domestic product. The dynamic growth of this industry

is evident from the fact a new job is added to the sector every 2.5

second.

1.2 This pattern and dynamic character of the Sector necessitates the

policy to adapt to the changing environment. Policies are products of

time and circumstances, available resources and technologies and most

importantly, the needs of the stakeholders.

1.3 This Policy document aims to provide clear direction for the

development of tourism in the State. Himachal Pradesh is already a

well-established and recognized tourist destination. It seeks to harness

the fullest potential of the State for Development of tourism, which in

turn can be a prime engine for economic growth and prosperity of the

State, besides effectively addressing the problems of unemployment and

poverty. This document is a result of wide range of consultations within

and outside the Government, including the industry, tourism unit

operators and other stakeholders. Besides outlining the policy, the

document also lists out the strategy for implementation, as also specific

action plans to implement the policy.

1.4 Nature has bestowed Himachal Pradesh with unique beauty and

splendour with its lush green valleys, snow covered Himalayan ranges, a


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serene, peaceful, hospitable and comfortable environment ,smiling people

and a rich cultural heritage - which tourists would be hard put to find

elsewhere.

1.5 Being in the lap or Himalayas this fact becomes its natural and unique

USP with global appeal. The outer fringe of Himachal is formed by the

Shiwalik hills, which are characterised by shallow valleys and dense scrub

forests. The mid ranges have the majestic Himalayan cedar and the spruces -

followed by alpine meadows that intersperse themselves with the snow clad

peaks of the Greater Himalaya.

1.6 Tourism, as we understand it today, in Himachal Pradesh, received

recognition only in the 19th century, when the British established their chain of

hill stations. Earlier, Himachal had been a destination for pilgrims only. A

fillip to tourism was administered when British declared Shimla as summer

capital of India in 1864. Post independence and up -gradation as fledgedState in the year 1971 led to more investment in the infrastructure sector

leading to opening up of the state. However the biggest explosion in tourism

occurred in the mid 80s and 90s with the Kashmir problem when the number

of hotels and hotel rooms increased within this period from 350 to present

1710 and 6300 to 36000 respectively with its concomitant chaos and

haphazard growth which the State would have done well without. With thewisdom of hind sight the State is now more equipped to deal with the

problems of yesteryears and this document attempts to address those very

problems.

1.7 During the year 2004, the tourist arrivals in the state were 6.5 million

which is roughly equivalent to the population of the State.( 2.04 lacs were

foreigners).In terms of numbers therefore the State has done more than


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expected. The challenge now is to attract quality tourists and increase the

stay of the tourists in the State .We also need to think globally as even the

domestic tourists today have a choice unlike in the past. By focussing on

quality tourist the State Government also aims at promoting sustainable

tourism and encouraging the private sector to develop tourism related

infrastructure in the Statewithout disturbing the existing ecology and

environment.

1.8 In order to increase the duration of the stay of the visitors/tourists, a

special emphasis is being placed on the development of activity-based

tourism and opening up new sub destinations. To promote tourism in the

countryside and to lesser-known areas, appropriate infrastructure will be

developed within available resources. Himachal was earlier known only for

the summer season. Efforts are being made to break the seasonality factor

and tourism products have been diversified to attract the tourists in other

seasons too. Now Himachal is known as A Destination for All Seasons andAll Reasons.

1.9 Tourism contributes nearly 8% of the State Domestic Product which is

roughly the same as horticulture sector. With careful planning and

infrastructural development, the Policy proposes to increase it to 15% by the

year 2020.The position with respect to some of the other economies is asfollow:


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2. Policy Objectives

(1) To establish Himachal Pradesh as a leading tourist destination in the

country and abroad;

(2) To make tourism a prime engine for economic development and prosperity

of the State and as a major means for providingemployment;

(3) To encourage a strong and sustainable private sector

participation in creation of tourism infrastructure especially

through public private partnerships;

(4) To promote sustainable tourism, which is not onlyenvironmentally compatible but also leads to economic

betterment of the rural people;

(5) To attract quality tourist and to increase their stay in the State;

(6) To safeguard the States natural and manmade heritage ;

(7) To encourage civil societies & non-governmental organizations

for promotion & the conducting of tourism related activities;

(8) To position Himachal Pradesh as a one stop destination for

adventure tourism;


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3. Himachal Tourism -- A SWOT --

3.1 An analysis of Strengths, Weaknesses, Opportunities and Threats

(SWOT):

4.1 STRENGTHS:

1. One of the rare places in the world offering five distinct seasons, thus having

potential to attract tourist inflow round the year;

2. Political and Social stability;

3. Recognized as a peaceful and hospitable State;

4. Salubrious climate;

5. Pollution free environment;

6. Offers a rare conglomerate of eco-tourism, pilgrimage, adventure, culture,heritage, leisure, wilderness etc.;

7. Fairly good infrastructure;

8. High literacy;

9. Rich history and heritage that has something to offer to all. Its Buddhist

monasteries, which are of thousand years of old, ancient temples, churches andcemeteries;

10. Special package of incentives for setting up of tourism units;

11. Strong political will to promote tourism;

4.2 WEAKNESSES:

1. Negligible air and rail link in the State;

2. Inadequate flow of foreign tourists;

3. Non-disbursal of tourists round the year, putting severe strains on civic

infrastructure during the peak season;


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4. Lack of trained tourist guides at important tourist places and historical tourist

sites;

5. Saturation at the established tourists destinations;

6. No new major tourists destination has come up recently;

7. Lack of adequate parking places at important tourist places;

8. Poor marketing of the State abroad and inadequate marketing

within the country;

9. Very little budget;

10. Problem of land acquisition;

11. Problem of conversion of forest land;

4.3 OPPORTUNITIES:

1. Strong potential for activity based tourism such as white water rafting, Para

gliding, trekking, mountaineering, water sports, mountain biking, Car Ralliesetc.;

2. A strong base for heritage tourism to attract persons from all walksof society and religious beliefs;

3. To develop an ideal destination for nature lovers by promotingeco-tourism;

4. Create synergy between heritage and pilgrimage tourism;

5. Development of wetlands of the State to attract nature lovers especially bird

watchers;

6. Promote the State as an open university and learning centre in mythology,

anthropology and ornithology etc.;

7. Position it as an ideal destination for the film industry;

8. Himachal has something to offer to persons of all ages, groups, beliefs and

interests. There is unlimited scope for development of varied tourist packages;

9. Himachal can become one of the leading adventure destinations in the world;


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10. Promote wilderness tourism for lovers and seekers of nature, peace and

quiet.

11. Create new destinations in yet unexplored but beautiful areas. This wouldalso ease the burden on established tourist destinations.

4.4 THREATS:1. Tremendous strain leading to collapse, at times, of civic amenities at leading

tourist destinations during the season;

2. Haphazard growth & construction threatening the environment, especially at

the leading tourist destinations;

3. An alarming growth of concrete structures creating a disharmony with the

local environment;

4. Unscrupulous commercialization of tourism could erode the social and

cultural values;

5. Aggressive competition amongst the leading tourists States and a strong

promotion of tourism by other States;

6. Lack of coordinated strategy by the different Government Departments;

7. A large increase in volume and limited increase in value;

8. Poor garbage/ waste disposal posing threat to the environment.

5. STRATEGIES

5.1.1 Tourism Sub Plan:There is no denying the fact that the total budget with the Department of

Tourism is less in comparison to the other tourism-oriented States in the

country. Tourism is one industry, which is linked with all development

departments. Under their normal programmes, they are required to meet the

infrastructure demands for promotion of tourism. What is needed to mechanise

and accelerate the activities of the tourism department is to integrate and

coordinate with the departments like PWD, Urban Development, I&PH,

Health, Horticulture, Forest, Power etc, If properly coordinated, this is likely to

yield good results and the deficiency of budget can be surmounted. The

government would take steps to manage the funds in such a way that the


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tourism related departments will be asked to pool their resources with regard to

such schemes which will be monitored at the level of Chief Minister through

the Tourism Department Board.

5.1. 2. In addition to the above the TSP will include the budget of theTourism Development Board/Department as well as the private

investment likely to flow in through public private.

5.2.1 Infrastructure development Demand driven tourism

Infrastructure in Himachal Pradesh has come up in some of the

major tourist destinations like Shimla, Manali, Dalhousie,

Mcleodganj, Kasauli and Chail. With rapid increasing tourist

influx and expending hotel accommodation in these areas, the civic

infrastructures are under serious strain. The State Government

therefore proposes to upgrade the civic infrastructure in the above

towns on priority. The funds raised by the Tourism

Department/TDB through GOI under their various schemes willalso be used to strengthen this area. Private investment in

infrastructure will be welcomed with open arms. Priority areas will

include setting up of hill stations, spas and resorts , ski slopes,

airports, tourist centres, multiplexes, parking areas, entertainment

centres, amusement parks ,ropeway , golf course, 4/5 Star Hotels,standardized budget accommodation etc.

5.2.2. In service like tourism, availability of skilled work force isessential for delivery of professional services of the highest order.

The Government will invest in human resource development so that

the managerial and technical skill is made available with the State.Presently the State has one Food Craft Institute cum Hotel

Management Institute at Kufri. The Department will endeavor to

open FCIs one in Kangra District and another in Kullu. 5.3.1 NewMarketing Strategy. In order to bring the State on to the

international tourist map and to increase the inflow of the tourists the

following actions will be taken up for strengthening the marketingstrategy of the State:

I. Creation of Destination Himachal Funds which will be a jointeffort of Tourism Development Board, the major Temple Trusts

and the private sector.

II. Printing of new brochres, posters and other tourist literature.III. Developing 10 minutes, 20 minutes tourism films in order to telecast in

the electronic channels and also display during the tourism fairs/ marts.

IV. Up-gradation of Information Centres. These centers will not only provideinformation but also provide booking facilities for HPTDC & PrivateHotels for reservation of accommodation/ transportation, cloakroom etc.


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V. Installation of touch screen kiosks with full information about the Stateat important international airports/national airports and railway stations of

the country.

VI. Participation in leading national and international tourism fairs. In this theprivate sector will also be involved so put up a unified DestinationHimachal campaign.

VII. Organization of tourism events in the State particularly during the offseason in order to attract the large number of tourists.

VIII. Providing information about the state through modern means likewebsite, e-mail, around the clock toll free tourist assistance, and helpline

etc.

IX. Release of advertisements in the electronic and print media.Organize familiarization tours of the leading tour operators of the

country and overseas in the State.

X. Conduct of buyer- seller meets.XI. Professional guides to be trained and encouraged.

XII. Signages of the international class will be installed on the national,state and at the important tourist highways and stations.

5.3.2: Himachal, because of its natural scenic beauty attracts several film

makers for shooting of films, TV serials etc. Presently they have to seekpermission for shooting from various departments. The government proposes to

declare Commissionercum-Director Tourism as the sole authority for granting

all type of permissions related to film shootings and the fee thus be collectedby the Tourism department could be further remitted to the concerned

department. In addition to this the department will invite investment from

private parties for setting up of the film cities, studios and hiring of filmingequipment etc. for which govt. land could be provided on ppp basis. Pro active

action would also be taken to attract film shooting parties to Himachal.

5.4.1. Improving connectivity:

Connectivity whether by road, rail of air is of essence if tourism has to grow.

5.4.2. Presently the State has three existing airports at Jubbar Hatti, Bhuntar

and at Gaggal. These airports are being upgraded for landing of a larger

capacity aircrafts. The airport at Pathankot is also being opened for the use of

civilians where Boeing will land. This will give a big boost to tourism to theState especially to Kangra and Chamba regions.

The Government has also taken up the matter regarding setting up of an

International airport near Sundernagar.


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5.4.3. Operating more affordable flights into Himachal would not only promote

travel tourism but also make viability for the aviation companies to start heli-

taxies services in the State. Helicopter taxi services would extend the reach of

higher end tourists to soak in the delights of culturally and geographically rich

hinterland of Himachal. The State has 55 helipads available for the services.The State Government is also making efforts for the introduction of more

special trains from various destinations in the country upto Kalka and

Pathankot. The network of national and state highways is also being

strengthened for all tourist destinations. The state government shall also seek to

provide safe, economical and reliable transport within the state as well as across

state boarders. The government shall also evolve a mechanism to simplify the

collection of taxes and levies so as to facilitate the unhindered movement of

tourist in the state.

5.5.1 Strengthening of Tourism Development Board:

The State Government has set up a Tourism Development Board under the

chairmanship of Honble Chief Ministerto formulate policy guidelines fordevelopment and promotion of Tourism Industry in the State and to advise the

State Government on matters regarding regulation and licensing in the Tourism

Industry. Efforts will be made to increase the resources of the Board so that theBoard can carry out various developmental and other tourism promotional

activities. The income of the Board will be built up through the user changes

levied being level by Tourism Deptt., income from PPP projects, lease money,income from Tourism Councils etc. The Board will generally undertake

improvements in the tourist areas, provide assistance to the Department of

Tourism and to the Tourism Development Councils.

5.6.2 The Manali model of collection of green fee from tourists will

be replicated in other major tourism destinations. The funds so clleected

will be scrutinized for 10/15 years and sizeable Tourism Master Plans

created and implemented in time bound manner.

5.6.1 Private sector investment: In order to attract investors, it is

necessary to simplify the procedures to facilitate genuine investors. The

projects where forest/revenue clearances are needed will be dealt on

priority within a specified time not exceeding 90.

5.6.2. In order to promote rural tourism and to give incentive to the

entrepreneurs, luxury tax will be exempted for units up to five rooms. In

addition to this, the electricity and water charges will also be reduced to

give fillip to investment in tourism projects in rural areas. Thisincentive will be provided to the promoters for a period of 10 years


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from the date of their commercial operation. The Government will

consider assigning the task of Luxury tax collection on the pattern of

collection to the Tourism Department of State Road Tax (SRT) in

Transport Department. The funds so collected by the department shall

form part of the resources of the Board. 5.6.3. Single window clearances fortourism projects on the pattern of

the single system .Industries Department has been made applicable.

The suitable Government land either through land bank or otherwise

available in the State will be transferred to the Tourism Department,

which will be further leased out to the private entrepreneurs strictly on

the oen competitive bidding basis.

5.7.1 Effective regulation: The State Government has passed the H.P.

Registration Tourist Trade Act, 2002. It calls for inspection and

checking of the hotels, travel agencies against over charging substandard service etc. The Government proposes to carry out the

inspection work by delegating necessary powers and also by involving

the Hotel Associations.

5.7.2. The Tourist Police in the State will be strengthened concept of byplacing a cadre of 500 police and home guards personnel who will be

trained for regulating tourism related activities. They will be provided

with special uniforms/distinguishing mark and will assist the tourist.

5.7.3. The Tourist Information Centres will be manned apart from the

Deptt./TDB staff by the students of Hotel Management Institute andMTA( University).

5.7.4. The State government will take steps to ensure proper

hygienic conditions and to prevent the exploitation of tourists on

national and state highways and at tourist places. The Government

proposes to classify the dhabbas situated on the National and Statehighways. The classification will be done on the basis of facilities provided,

hygienic condition, quality of the food, availability of

toilets, parkings etc. The government will encourage ethnic

Himachal cuisine in these dhabbas.

5.7.5. Similarly all the Tourism Units in the State will be classified

as per facilities provided so that the tourists get their value for

money. The Hotel Associations will be actively involved.

5.7.6. To promote excellence in tourism, the government will


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institute monetary and non-monetary awards for institutions and

individuals for their outstanding contribution in various sectors of

tourism like; accommodation, catering, transport, travel agency,

eco-friendliness, cleanliness etc. This scheme will be administered

by a State level committee consisting of experts, representatives ofthe tourist trade and government officers.

In order to achieve the policy objectives indicated above the Department /

Board has identified thrust areas for action and follow up some of which are

as follows:-

6. TRUST AREAS

6.1 Rural Tourism

6.1.1 The fruits of tourism must percolate down to the rural areas in order

that it is truly sustainable and responsible. For this the Deptt / Board

proposes that

o Rural Tourism villages are identified and notified by the Deptt. The

precondition for declaring these as RT villages would be that they

must predominantly have traditional architecture and an MOU would be signedwith the Panchayat that this would be maintained .The

villagers may modify their houses internally but they must maintain

their traditional outer faade.

O For the sake of easier marketing these villages must be near to theexisting tourist centre which will also ensure dispersal of tourist to the

rural areas and promote decongestion.

o These would be dovetailed with the Govt of India Ministry of TourismScheme under which funding is available up to Rs 5 lacs .This wouldbe used to create infrastructure like roads , streets, drainage, lighting,

parking ,bus stand, water supply ,sanitation , tourist reception centre ,

rural museum, open air theatre , parks , nature trails ,crafts bazaar etc .

This could also be funded from the Deptt / Board funds.

o In such notified villages there would be no luxury tax or commercial

rates for electricity up to 5 bed room home steads.

o The existing schemes of the Deptt would be reviewed and efforts


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would be made to provide funds for renovating the homesteads and

providing grant /loans to the weaker section of the society .The Deptt

would actively work with the Deptt of Rural Development and

nationalised banks for tying up in this regard.

o The government proposes that in these home steads Himachali/ local

food will be served.

o Linkage would be sought to promote local handicrafts and cultural

toupes

o The procedure for registration of village tourism guest houses shall be

simplified and adequate publicity given to the facilities available.

o The above scheme would be made applicable mutus mutandi to

Heritage and Orchard tourism. 6.1.2 The State has a number of old palaces,forts, havelies and other

beautiful buildings in rural areas which if properly developed could become

important tourist destinations themselves. The Government shall encourage

the development of such sites for use as tourist accommodation and such

new heritage hotels located in rural areas shall be exempted from the luxurytax for a period of five years. The Government would endeavour to associate

the Archaeological Survey of India and private sector in the development of

such sites.

6.1.4 Shimla evokes memories linked to the Raj, the freedom movement and

in more recent times events such as the Simla Agreement. A monumentaltestimony to the times of the Raj are buildings like the Viceregal Lodge ,

which now houses the Indian Institute of Advanced Study , the Gaiety

Theatre and more than a hundred other heritage buildings. Tourism Deptt./

Board will endeavour to preserve these heritage buildings including

churches and graves and promote nostalgia tourism linked to the colonial

and freedom struggle era.

6.1.4 Apple and orchard tourism is also an area of focus as in the Distts of

Shimla , Kinnaur , Kullu and parts of Mandi Distt traditional farm houses

could be converted into home steads wherein the tourists could enjoy the

beauty right from apple blossom to harvesting.

6.1.5 Apple Festival celebrated annually would be continued with active

involvement of the Horticulture Deptt and the Hotel Association. 5.1.6 The

Deptt./Board will co-ordinate with the watershed/livelihoodrelated projects like Mid-Himalaya Watershed Dev. Project funded by World


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Bank so that rural/eco tourism can be furthered in these project areas.

6.2 Eco Tourism

6.2.1 Himachal offers a new era of nature enjoyment and learning. It also

provides visitors an excellent exposure to the temperate forests. This makes

it an ideal area for developing eco-tourism activities like jungle safaris,

trekking, rock climbing, forest trails, nature walks, angling (esp. golden

mahaseer and brown trout), camping etc.. All these activities are to be

conducted in a manner that promotes awareness of the environment and

helps maintain the ecological balance.

6.2.2 The eco tourism projects being predominantly situated in forest lands

are technically under the Forest Deptt. which has already formulated an

Eco Tourism policy in consultation with the Tourism Deptt. under thisEcotourism Societies have been established on CBET (Community Based

EcoTourism basis) to cover the Great Himalayan National Park (Kullu),

Himalayan Nature Park (Shimla), Renuka Wildlife Sanctuary (Sirmour) and

Potters Hill Van Vihar (Shimla).

6.2.3 The Government will harness the tourism potential of forests in the

state by developing camping sites with basic infrastructure facilities and

other public convenience services. A nominal fee shall also be determinedby the Government for the use of camping site for the maintenance and for

the conservation of these forests. The private parties shall be encouraged for

setting up of such camping sites on erwerorment friendly basis. TheGovernment will endeavour to open forest rest houses for the tourists

through the society. These would be run on community based eco tourism

tenets or through public private partnership with companies with good track

record of working in Eco - tourism.

6.2.4 Wildlife Tourism is an integral part of Eco Tourism . HimachalPradesh has a varied topography, climate and forest cover and is endowed

with a vast variety of flora and fauna. At present there are 32 Sanctuaries, 2

National Parks and 3 Game Reserves. The sanctuaries include Simbalwara

(Sirmour), Churdhar, Chail (Solan), Maharana Pratap Sagar (Kangra) Manali

(Kullu), Kanwar (Kullu), Kalatop Khajjiar (Chamba) and Daranghati(Shimla). The National Parks are Pin Valley National Park, Spiti and the

Great Himalayan National Park, Kullu; the Nature parks are at Kufri

(Shimla), Manali (Kullu) and Gopalpur (Kangra). The Tourism Deptt

proposes to work actively with the Wild life Wing of the Forest Deptt tofurther develop and improve wild life parks/zoos, bird watching towers and


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other public utility services for the facility of the tourists. A reasonable fee

shall be determined by the Government for use of such parks/zoos for its

maintenance.

6.2.5 Development of Lakes and wetlands is also part of eco tourism .TheState Government will make special efforts to make natural and man made

lakes as important tourist destinations. Steps will be taken to maintain and

enhance their beauty by undertaking development in an integrated manner.

Facilities for water sports in Maharana Pratap Sagar, Chamera and Gobind

sagar will be developed to International standard and national and international

level events will also be organised to popularize these

destinations. Maharana Pratap sagar will be developed as a world class water

sports destination with the financial assistance of the Central Government in

order to develop activities like water sports, angling, bird watching, setting

up of house boats, development of artificial beaches etc.. The Government

will also encourage the private sector to set up houseboats and operateshikaras in the Maharana Pratap Sagar. Improvement of the forest rest

houses will also be carried out in the area and will also be made available to

the tourists in order to accommodate them.

6.3 Pilgrimage Tourism

6.3.1 Himachal has emerged as an important pilgrim destination. A large

number of religious tourists visit sacred shrines of Himachal Pradeshthrough out the year. A large number of religious places for people of almost

all religions are situated in the State. The State Government propose to

develop wayside/civic amenities, parkings, landscaping and beautificationaround the temple, Sulabh Shauchalyas, drinking water, garbage disposal

etc. at these religious places in coordination with the temple trusts on the

lines of Vaishnoo Devi Trust. During important festivals special measures

will be taken up for the safety and security of the tourists like setting up of

information centres, tented colonies to accommodate tourists and to deploy

special Tourist Police Force on the lines of Vaisnoo Devi 6.3.2 As a deliberatepolicy the Deptt / Board will make efforts to integrate

the important temples of Himachal with Vaishnoo Devi in J&K or the Chaar

Dhaam in Uttaranchal.

6.3.3 The Deptt. / Board will work in coordination with the Deptt ofLanguage Art and Culture and also the Temple Trusts so that Tourist

information centres are established in all the major temples and run by the

temple trusts.

6.4 Adventure Tourism


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6.4.1 The Tourism Deptt./ Board will make comprehensive adventure

tourism promotion plan for the State and shall lay down the regulatory

framework for enforcement of safety standards. For the promotion of

adventure sports, the department/Board will impart training in differentsports to the youths. International competitions in such sports will be

organised for attracting participants not only from the country but also from

the abroad in coordination with the Deptt. of Sports.

6.4.2 The Tourism Deptt / Board will support all efforts to promote and set

up adventure sports schools at various locations in order to train more youths

in Paragliding, Rafting, WaterSports, Angling, Sking, Mountaineering,

Motor Sports etc. in coordination with the WHMI Manali and the State

Level Associations. The Deptt / Board will help the WHMI in setting up

more Sub Centres in the State to take adventure tourism the hitherto

unexplored places. It will assist in training the local youth in adventure tourismso that they also benefit through employment & other means.

Similarly it will work at tandem with Forest Deptt and the Eco Tourism

Societies to meet the above ends.

6.4.3 The State was the first and continues to be the only State, which hasheli-skiing in the country. This attracts foreigners and quality tourists with

paying capacity to some of the best powder-snows that the world can offer.

The experience in this venture has been very positive despite the initialapprehensions about possible disturbances to the environment and fauna. It

is proposed to expand the concept of heli-skiing by introducing activities

like heli-trekking and cross-country skiing.

6.4.4 Conventional skiing and setting up of more ski lifts and ski resorts in

the public private partnership will be a major thrust area. The Chanshal

range beyond Rohru which has great potential will specially be explored.

6.4.5 The State started promoting paragliding from 1984 onwards. Himachalis now the leading States in the country in this field. Bir Billing in Kangra ,

Solang and Marhi in Kullu , Bilaspur , Kasauli etc will continue as

important centres for the sport. More areas will be explored and opened up

with the objective of providing a source of livelihood to the local youth. The

Bir Billing Pre World Cup Event will continue to be an annual event. Aparagliding School will be opened at Dhelu. Bir Billing will be developed

over the years into a top class paragliding destination internationally on self

financing basis with the local community benefiting the most. 6.4.6 The

Tourism Deptt in tandem with the WHMI and other adventuresports operators will encourage mountaineering expeditions internationally


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.Similarly Trekking and adventure sports activities will be undertaken on

large scale through WHMI on sustainable basis especially during the

holiday season for school and collage students.

6.4.7 The Deptt / Board will continue to hold annual events of as manyadventure sports activities as possible through their respective associationsparagliding, river rafting ,sailing, mountain biking , endurance events ,

marathons , motoring events , vintage car rallies (biannually) etc. The

objective is that eventually all these events must become self sustainable.

6.4.8 One of the major aims in this area will be to get the latest technology

in the field of adventure sports in terms of equipments and know-how. Be it

skiing / ropeway projects, water sports or paragliding. All PPP projects in

this field of adventure tourism will have this as a necessary precondition.

6.5 Promoting Unexplored Himachal

6.5.1 The main tourism circuits in Himachal are fairly well known and even

remote districts like Lahaul-Spiti and Kinnaur are now becoming popular

destinations to relax and unwind. Himachal also has many undiscovered

spots with unspoiled charm that are worth a visit for a quiet rewardingholiday spent amidst the splendour of nature away from the crowds. The

State Government will made special efforts to develop unexplored

destinations with the assistance of Central Government, to improve thesanitation, roads, parkings, toilets, accommodation, beautification and land

scaping of tourist interest places, wayside amenities etc. Efforts will be made

to keep these new areas neat and clean and only limited construction will beallowed, so that these areas may not become over saturated and the

construction so allowed will preserve the architecture and ecology of the

State.

Some of these areas include:

o Lahoulo Spiti

o Kinnaur

o Jhanjheli

o Jot Chamba

o Rajgarh and Chooro Nahan

o Chindi

o Barot/Jatingari

o Rohru Chansalo Sarahan and Bashal Dhar


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6.5.2 Ever since the opening-up of tribal/border areas of Himachal Pradesh

to foreigners, the number of domestic and foreign tourists visiting these

tribal areas has increased manifold. Lahaul-Spiti and Kinnaur districts have

emerged as important destinations. Yet compared to the potential it is just atrickle. These areas being enormously rich in culture the effort would be to

invite culturally conscious tourists who enjoy the quality and difference of

experience. Preservation of the cultural uniqueness of these areas therefore

will remain the prime concern of the Government. The Government will

only allow such construction, which preserve the architecture and ecology of the

area The private sector will continue to be encouraged to set up guest

houses for which subsidy will be provided form the State budget. Tented

accommodation will be encouraged with local participation so that

maximum benefits accrue to the local economy The centuries old

monasteries are also being upgraded where foreign tourists show lot of

interest.

6.5.3 Tourism Councils will be set up under the Tourism Act 2000 in these

areas so that some fee is charged from the trekkers /tourists the proceeds of

which will go to the local Panchayats for the maintenance and upkeep of the

tourism related infrastructure and for regulating tourism on sustainable basis.

6.5.4 The Deptt. will take up the opening up of Tribal / Border areas further

so that the present restrictions on travel in the inner line areas is removed.

6.5.5 The Manali Leh route which has already become a favourite for both

domestic as well as international tourists will be further improved incoordination with the Govt of J & K and efforts would be made to link it to

the Buddhist Circuits of ShimlaKinnaur- Spiti Udaipur -Pangi and

Palampur -Dharamshala-Dalhousie.

6.6 Health Tourism

6.6.1 There is tremendous scope to set up spas, health resorts, recuperative

centres etc. all over the State. Himachal Pradesh has an enormous wealth of

medicinal plants. Herbal Gardens, Herbal Trails will be developed as tourist

attractions The Tourism Department /Board in collaboration with

Department of Indian System of Medicine, Department of Ayurveda andForests will organize such tours which will further develop awareness and

interest about medicinal plants amongst the school children and tourists.

6.6.2 The Government also proposes to develop spa /health resorts inassociation with the private sector at various locations in the State. The


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Government will also harness the potential of Panchkarma and start it in a

big way in the State in order to attract large number of tourist for

Panchkarma treatment. Training the youth in Panchkarma will be

undertaken through the Deptt .of Ayurveda who will then be employed in

spas and health resorts.

6.7 Arts Crafts and Souviner

6.7.1 Promotion of local art and culture and generation of income of

employment through it is a major component of tourism policy. The State

Government shall endeavour to encourage the development of souvenir

industry linked to local crafts, events and places which would promote a

distinctive image of the State both within and without the State. The private

sector will also be encouraged to patronize and promote local folk, culture

and crafts for the visiting tourists.

6.7.2 Development of souvenir industry including standardised packaging isof utmost importance for which leading institutions and voluntary

organisations in the country like NID, NIFT , Auroville , Tilonia etc will be

actively engaged .

Contacts1. Department of Tourism & Civil Aviation

Block No.28, SDA Complex, Kasumpti

Shimla-9, Himachal PradeshPhone: 0177-2625864, 2623959, 2625924, 2625511,

Fax: 0177-2625864, 2625511

E-mail: [email protected] ; [email protected]

Website: http://himachaltourism.gov.in

2.

Distt. Tourism Development Office, ShimlaPhone: 0177-2633181.

Distt. Tourism Development Office, SolanPh: 01792-225641

Distt. Tourism Development Office, MandiPhone: 01905-225036

Distt. Tourism Development Office,Kullu at ManaliPhone: 01902-250221

Distt.Tourism Development Office,Kangra at Dharamshala

Phone: 01892-224430.

Asst.Tourism Development Office, ChambaPhone: 01899-224002. 3. Tourist Information Centres


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Shimla: 0177-2654589,2832498, 2652561 Manali: 01902-252175,252325 Dalhousie: 01899-242225 Dharamshala: 01892-224430

Kalka :01733-221079 Chandigarh: 0172-2708569 New Delhi: 011-23324764,23325320 Kolkata: 033-22126361 Chennai: 044-25385689 Mumbai: 022-22181123 Ahmedabad: 079-2754480 Pathankot: 0186-2220316

Documents

Tourism Marketing as Promotion of Tourism in Himachal Pradesh